Domestic home appliance chain industry is facing the region "third revolution" – chains, Paradise, medium and large – HC Network Appliance Industry
Market-driven revolution in home appliances to this channel has experienced three times and each time have left a profound change imprinting: the first stage, Gome, Suning Appliance channels represent the birth of the power of private capital, the rise; the second stage, Gome, Suning rapidly developed into a national chain, in the fierce competition, department stores, specialty stores and other home appliances market and the rapid decline of the old Yetai and out of the market; the third stage, Yongle, Dazhong, represented by the background of regional chains and the state capital good family of easy expansion of the war to join the national group, the rapid expansion of its sphere of influence, the formation's game situation.
Gome Huang Guangyu, president
just in Shanghai, said to be completed during the year the total number of 500 stores nationwide distribution, Suning Appliance announced that the development will be the Yangtze River Delta, the Pearl River Delta's 23 markets around the tilt; addition Paradise into a high-profile Beijing, medium and large to enter Shenzhen, easy to good home … … home appliances claimed the national expansion of the main channels by the department stores, big market, stores evolved with Gome, Suning as the representative of a private home appliance chain, to the specialization, scale development; channel members from the "heavy" to "re-distribution", the end to "pay attention to consumers"; appliance channel from the original pyramid began to flatten.
Analysis of the industry, the Chinese home appliance chain industry has crossed the primitive accumulation stage, is ushering in the third revolution, the Chinese home appliance chain industry, "dinosaur era" are also brewing.
Expansion mode to "M" in transition
The past five years, the Chinese home appliance chain of retail may be one of the fastest growing industries. According to Han Bin Chau consultants estimate, from 2000 to 2004, China's first seven home appliance retail chain enterprises, the annual average growth rate of 172%, in particular, the industry leader GOME and Suning, the average sales growth of as much as 216% . According to the forecast, the former home appliance chain enterprises have already eaten seven, including Beijing, Shanghai, China, including 27 cities in almost 40% of a market, China's urban residents to buy appliances each year, more than 1 / 5 is from 7 retail business purchase.
However, it is undeniable that the current China sales of 400 billion is still very small by the tens of thousand types of sales channels completed. Home appliance chain enterprises themselves are also changing, Suning, Gome, Yongle who are entering the chain of "aircraft carrier" type of profit results model?? Through the output side to join the brand, the output service, output management to profit, this stage will Paradise as soon as possible so that they cultivate their brand reputation. In this way, corporate "profit model" to bid farewell to the "factory" to the profit model, and then shift to optimize the supply chain, enhance the brand brought the "premium" as the main profit model.
It is understood that Suning, Gome, Yongle, Dazhong, a good home and so easy to chain giants have developed a new expansion mode, opening the door from the store from the previous way of direct acquisition of mature store will extend way. And home appliances brand, like the trend of increasingly concentrated, the future Chinese market is only 6-8 channels of business and home appliance chain Wal-Mart, Carrefour, Best Buy and other competition in the Chinese market, Chinese home appliance chain's "Dinosaur" class enterprises to this form.
Listing and financing the rapid expansion of the scale
In addition to expansion mode change, the composition of capital structure restructuring, but also marks the Chinese home appliance chain enterprises gradually mature.
Industry believes that, with the three largest home appliance chain enterprises they gathered the capital market, China's giant home appliance chain will become increasingly fierce battle. Meanwhile, China's home appliance chain industry concentration will be further enhanced.
SW Securities Research Institute Co., Ltd. Shanghai Jin Zefei analysts pointed out that the chain elements of the first major competition is for the pursuit of scale, while the scale of development will depend on strong capital strength. Use of capital market financing function, attain their own funds needed for development and growth should be listed on the main purpose of chain enterprises. Thus, while Paradise is not a lack of funds has been claimed, but eventually the United States or the country to take the old road, that is, to raise funds through capital operation.
Cheap mode of bottlenecks
It is understood that the U.S. consumer-electronics retailer Best Buy 25% of gross profit, the Chinese home appliance chain industry average gross margin of only 10% of net profit of 1% -2% in general.
With the retail industry over the past few years, the rapid growth of commercial real estate prices have soared. The current home appliance chain stores, the scale are around 3000-5000 square meters, this store in developed cities, rental prices at least 200 million or more. Average home appliance retail chain with a 2% net profit, the average single-store sales need to do a million, the profit was equivalent to single-store rental stores. Suning Appliance is located in Nanjing, Huaihai Road, Xin Jie Kou flagship store, for example, nearly 7,000 square meters of business area, with 5,000 square meters of office space, the rent up to 12 million yuan each year. This store has 6 million per year sales can only produce a net profit equal to the rent.
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